Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing

By Xiabing Zheng, Jinqi Men, Feng Yang, Xiuyuan Gong. International Journal of Information Management, 2019

445 citations recorded by the source corpus.

Abstract Growing evidence shows that mobile commerce will increase consumers’ impulse buying behavior. However, existing study examining the impact factors on individuals’ impulse buying in mobile commerce is limited. Drawing on stimulus-organism-response (S-O-R) paradigm, this study focuses on situation factors and reaction factors in mobile commerce to examine impulse buying. Building on prior literature of browsing and motivation theory, this study views hedonic browsing and utilitarian browsing as two key drivers on impulse buying in mobile commerce. This study adopts partial least squares estimation to analyze the data obtained from an online questionnaire. Two main findings emerge. First, three situation factors (portability, visual appeal and interpersonal influence) differently affect hedonic browsing and utilitarian browsing. Second, hedonic browsing directly and positively influences consumers’ urge to buy impulsively, whereas utilitarian browsing indirectly influences consumers’ urge to buy impulsively through hedonic browsing. Discussions, limitations, and implications are also presented in the paper.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a209bf9987f1b7917de50cb236e76bdee16549db

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Citations in the corpus

A meta-analysis of antecedents and consequences of trust in mobile commerce (2020, background): “The growing popularity of mobile devices and the proliferation of mobile technologies, has led to the emergence of mobile commerce (m-commerce) as a new business phenomenon (Zheng, Men, Yang, & Gong, 2019).”
Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction (2021, background): “This intention triggers impulse buying or unplanned purchases, which often occur in public such as the sudden desire to buy products or sticks without thinking about whether these items were needed (Faisal et al., 2020; Zheng et al., 2019).”
Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Perceived usefulness of product information available on E-commerce is considered an important precursor towards costumers’ buying behavior [60,61].”